Though Wrangler and Bob Marley may not seem like the most obvious pairing, it takes nothing but a quick Google check to see just how prevalent a role the denim brand played during the reggae king’s peak 70s performance period.

Marley wore Wrangler’s classic jeans, denim shirts and branded tees from street to stage, becoming something of an unofficial ambassador, and lending an unlikely ‘cool factor’ to a company which had long been synonymous with working cowboys.

Now, decades on, Wrangler are returning the favour with a capsule collection and charity donation in Marley’s honor.

The Wrangler x Bob Marley Collection, which launched last week, features 11 pieces for both men and women, including re-worked denim jackets with exclusive patches, lasered denim shirts, and tees with Bob Marley iconography (including a replica red tee that was favoured by Marley in the 70s).

Essentially, the Marley family were fully involved in the collaboration throughout, from concept development through to artwork design and production.

“Daddy has a long history wearing the brand and we’ve always been fans of everything they do, so when they approached us last year to collaborate it was a no brainer,” says Cedella Marley, an entrepreneur and designer in her own right.

Essentially, the Marley family were fully involved in the collaboration throughout, from concept development through to artwork design and production.

“Daddy has a long history wearing the brand and we’ve always been fans of everything they do, so when they approached us last year to collaborate it was a no brainer,” says Cedella Marley, an entrepreneur and designer in her own right.

“I am very hands-on in everything our family puts our name to and collaborates on, and fashion and design are two of my biggest passions, so this was a natural fit for me. We wouldn’t put out anything we don’t love or wouldn’t wear ourselves.”

Over the years, Cedella has launched several independent lines, designed the uniform for the Jamaican track and field team for the 2012 Olympics (including world champion Usain Bolt), and presented a line of menswear inspired by clothes her father wore on the soccer field.

“I was especially proud to be chosen to represent Jamaica and dress the world's fastest man. Collaborations like this are so important,” she says. “If you have a platform, you have a responsibility and it is our duty to use ours in Daddy’s name, because I know he would have been doing the same.”

To celebrate the Wrangler x Bob Marley collection, Wrangler will donate $25,000 to The Bob Marley Foundation, a Jamaican nonprofit organization focusing on Education, Music & Culture, Environmental Protection and the health and well-being of the Rastafarian community. 

Though Wrangler’s original plan was to launch the collection to commemorate the year that would have been Marley’s 75th birthday—on 4/20—the coronavirus pandemic caused a delay.

Whenever I see a photo of him, my heart is filled with love and joy but also sadness that he is no longer here with us, his family,” Cedella reflects. “I also just love how cool he looks. The coolest! 

“Fashion is art and expression, and we need both to tell our stories and connect with others. I don’t think that will ever change. People will always need art and want fashion as a way of channeling their inner selves.”